# Broccoli Sampling Booths Tenderstem's #GetTenderTonight Campaign Shares a Taste of Vegetables By Laura McQuarrie | Published 2016-08-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/tenderstem References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-tenderstem-broccoli-kicks-off-sampling-activity/brands/article/1405904) & [tenderstem](https://www.tenderstem.co.uk/) [Broccoli](https://www.trendhunter.com/trends/broccolis-bag) is an excellent source of vitamins, minerals, potassium and dietary fiber, but unfortunately it is recognized as the most hated vegetable in some parts of the world—with its newest campaign, broccoli brand [Tenderstem](https://www.trendhunter.com/trends/tenderstem-tenderchoc) is out to change this perception. The #GetTenderTonight campaign launched in the UK with several sampling stations on the streets that encourage the public to take away a raw sample, a spice mix and a recipe to enjoy at home. [Instagram](https://www.trendhunter.com/trends/meat-free-made-easy-campaign) and Snapchat are being used to amplify the core message of the #GetTenderTonight campaign. With the rise of healthy living and eating, many consumers have come to appreciate the simplicity and incredible nutrition that can come from good greens like broccoli. A campaign like Tenderstem's seems to be launching at exactly the right time to capitalize on this positive shift in consumer attitudes and a desire to be more open-minded with food choices. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 93% | Activity: 96% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Healthy Eating Trend:** The rise of healthy living and eating has created an opportunity for brands to promote nutritious foods like broccoli and change consumer attitudes towards healthier options. - **Food Sampling Campaigns:** Sampling campaigns, like Tenderstem's #GetTenderTonight, provide an effective way for brands to introduce consumers to their products and encourage trial and adoption. - **Social Media Amplification:** Using platforms like Instagram and Snapchat to amplify campaign messages can help brands reach a wider audience and create buzz around their products or initiatives. ### Industries Being Reshaped - **Food and Beverage Industry:** The food and beverage industry can tap into the healthy eating trend and create innovative strategies to promote nutrient-rich foods and change consumer perceptions. - **Marketing and Advertising Industry:** Marketing and advertising agencies can leverage food sampling campaigns and social media platforms to create engaging brand experiences and generate buzz for their clients. - **Health and Wellness Industry:** The health and wellness industry can explore partnerships with food brands to promote nutritious eating habits and educate consumers on the benefits of incorporating vegetables like broccoli into their diets. ## Related on Trend Hunter - [Vegetable Power-Up Campaigns](https://www.trendhunter.com/trends/modtheveg.md) - [Cheerful Healthy Snack Campaigns](https://www.trendhunter.com/trends/garden-veggie-snacks.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [Quirky Plant-Based Food Ads](https://www.trendhunter.com/trends/gosh-food.md) - [Suggestive Spread Campaigns](https://www.trendhunter.com/trends/marmite-first-timers.md) - [Complimentary Breakfast Trucks](https://www.trendhunter.com/trends/vegfast-van.md) - [Fresh Produce-Focused Campaigns](https://www.trendhunter.com/trends/fresh-european-produce.md) - [Honest Mealtime Campaigns](https://www.trendhunter.com/trends/guaranteed-to-be-eaten-by-kids.md) - [Interactive Snacks Billboards](https://www.trendhunter.com/trends/grab-and-go-billboard.md)